Webpage Vs Landing page
To every story, there is a beginning, a twist, and an ending. It is somewhat similar for websites too. While the pages can be considered to be the beginning, the landing pages are the twist, and the ending is the data gathering done through various landing pages and forms on the website. While every story has an audience, it needs to be promoted and advertised to increase readership, and for increasing sales. In the case of websites too, SEO, inbound marketing, etc. are sufficient to drive the initial traffic, but it is important to ensure that the flow continues. There needs to be an added push to drive traffic to increase conversions. This is where online ads gain significance.
Landing pages are different from normal website pages and are created for the promotion of products or special offers, specific information, or details about any downloadable resource, all in exchange for the (website) visitor's contact information. Normal Webpages on the other hand provide the overall insights about the organization, services, and products while playing the role of a guidebook by providing the users the visual cues/ verbal clues to navigate through the website.
Based on the need there can be various kinds of landing pages like Lead Generation Landing Page, Sales Page, Infomercials, Splash pages, or Viral Landing pages. In spite of how well the landing page is designed, there still has to be a signboard to direct the traffic towards it, this is what advertising does.
Online advertisements unlike traditional advertisements hold the potential to reach out to a larger audience in a shorter time period. The impact however depends on how well the advertisement is designed, which in turn requires certain considerations.
The audience is the central axis for any content creation and advertising is done. Without knowing their requirements, the basic information like gender, age, location, language, etc. the advertisement will not have any life. Define the audience persona to create advertisements that can engage and influence.
While knowing the customers or audience is one side of it, an advertisement without a purpose is meaningless. Be clear about what you hope to achieve through the advertisement, which in this context is to drive more online traffic towards the landing page.
This is the crucial aspect of creating online ads, understanding the marketing funnel in other words. Every customer journey is different and the purpose of a marketing funnel is to attract more visitors to your website and drive more conversions. This is usually done by:
To begin with, you inevitably need a landing page, and it has to be designed well to sell. So, how is that done? There are a few things that can make a landing page effective.
Just like a normal webpage, the brand impression plays an important role in the effectiveness of a landing page too. Use the Logo, the picture styles that are unique to your brand on the landing page too.
Why has the landing page been created? What will the audience get in return for the information they share? Be a downloadable PDF, a discount offer, a checklist, research paper, or free consultation, brief the audience with a rough outline beforehand.
Ensure data security. Create a secure landing page and prove users with the assurance that their information will not be misused.
While this may not match every page design, adding testimonials to the landing page has often shown positive results. It can help in trust-building and increase conversions too.
SEO optimization is very important for the effectiveness of a landing page. So, use the right keywords and drive traffic your way.
Online advertisements aren't just about using social media platforms, but about making the audience notice the presence of the page.
When it comes to targeted advertising nothing works as well as email marketing. If you have a clear target audience and a database to support the marketing endeavor, then simply create a campaign to showcase the landing page. This kind of direct approach is often effective when the landing page is for product sales.
Social media offers a powerful platform for online advertising. Scheduled posts along with the landing page link on popular platforms like LinkedIn, Facebook, pinning the landing page tweet to Twitter, and Instagram profile are ways to keep the interaction alive. Continue this for the entire time the campaign or the landing page is live.
If the level of advertising needs to go a notch higher, using paid advertising would be the next step, and what better platform than Google to begin with. The advertisement planning of course would depend on target keywords and the budget.
In addition to Google, even Facebook, LinkedIn, etc. provide the option to run paid promotions. While this kind of activity gives an opportunity to reach out to a more wide-spread and niche audience, the budgetary aspects influence the whole strategy greatly.
The pure content advertising strategy for driving traffic to the landing pages is to add landing page link at the end of all the blog posts or articles published both on your website and on external sites.